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Methoden der Product und Brand Research
Quantitative Methoden
Untersuchungs Design
- Round Robin
- Multiple Comparison Test
- Parallel Test (Vergleichend)
- Monadisch, sequentiell monadisches Design usw.
Statistische Verfahren
- ANOVA (Varianz Analyse)
- MANOVA (Multivariate Varianz Analyse)
- Conjoint Measurement
- Faktoren Analyse / Faktoren Mapping
- Korrespondenzanalyse
- MDS Multidimensional Scaling
- Cluster Analyse
- Diskriminanzfunktion, Regression etc.
- Zeitreihen
- Scenario Analyse
Empirische Methoden
- Face-to-face Interview
- PAPI (Pencil-and-Paper Test)
- Test im Studio / In-Hall (CLT)
- Mobile Service-Einheit
- Homeplacement
- Home Interview
- Mall (or Shop) Intercept Personal Interview
- CAPI (Computer ass. Personal Int.)
- CATI (Computer ass. Telephone Interview)
- Online-Interview (Internet/Web)
- HUT (Home-Use Test)
- In-Use Test
- Produkt / Konzept in total (Scent – Aroma – Packaging – Visual – Color – Claim – Positioning etc.)
- Scenario Analyse
- Sensorik
- SWOT-Analysis
Sampling- / Rekrutierungsmethoden
- Consumer Panel
- Mall / Street Intercept
- Quota Sampling
- Random
Qualitative Methoden
- Recherche
- Single In-Depth Interviews (Tiefeninterviews)
- Dyaden/Triaden
- Mini-Fokusgruppe (4-6 Tln)
- Fokusgruppen (Gruppendiskussion GD))
- Imagery
- Narratives Interview
- Fokusgruppen (Diskussionsgruppen)
- Protocol (z.B. In-Store)
- High Potential Group
- Kreativ-Workshop